Unilever, working with WPP’s Mindshare, is the first advertiser to try Disney Advertising’s identity integration with The Trade Desk, the companies announced today.

The move comes six months since Disney and The Trade Desk formed a first-of-its-kind integration to Disney’s audience graph through the open-source identity framework Unified ID 2.0 championed by TTD, among others. Unilever is the first brand marketer to strategically test this capability, the companies announced in a statement today.

“We are excited to be on the front lines of this future-fit partnership between Disney and The Trade Desk, so we can continue learning about holistic reach and frequency in a privacy-safe environment,” said Aaron Sobol, head of media investment and partnership for Unilever.

Sobol didn’t elaborate on exactly what or how Unilever is testing or the extent to which it’s bringing its own first-party consumer data into the clean room. In its statement, Disney described the capabilities of the integration as “creating an audience match reliant on high-fidelity first-party data vs. more traditional means of matching based on cookies or pixels.” The idea is for advertisers to know not only if, but how, they reach key audiences at a scale needed to increase incremental reach across linear, connected TV and digital media, according to the statement.

Disney Advertising in its statement said it has seen a nearly 150% increase in biddable deals over the past year across its media types and properties, with advancements in identity and interoperability likely to fuel the next phase of that growth.

The company cited direct integrations to its audience graph via the Trade Desk for buying or VideoAmp for connected TV measurement, or via supply side platform Magnite, among factors it expects to increase its automated addressable business.